Contents:

Table Section 1. Analysis and Interpretation of Survey Results - Introduction - Applications - Preferred Suppliers - Market Share by Segmentation - Market Growth Potential - Factors Influencing Purchasing Decisions - Evaluation of Product Features - Satisfaction Levels with Product Features - Brand Loyalty - Customer Bonding to a Brand - Conclusion Section 2. Study Methodology and Demographics - Methodology - Definition of Terms - Demographics - Questionnaire Section 3. Presentation of Survey Data DNA Molecular Weight Marker Usage - Techniques for which DNA molecular weight markers are regularly used - Percent of DNA molecular weight marker usage associated with each technique - Purposes for which DNA molecular weight markers are regularly used - Types of DNA molecular weight markers regularly used - Years of experience using DNA molecular weight markers Molecular Weight Marker Throughput - Typical volume of DNA molecular weight markers loaded per lane - Lanes of DNA molecular weight markers loaded per week - Expected change in number of lanes of DNA molecular weight markers loaded per week over the next year DNA Molecular Weight Marker Brand Preferences - Brands of DNA molecular weight markers currently used and primary brand preference - Factors influencing decision to purchase DNA molecular weight markers from preferred supplier - Relative influence of factors in the decision to purchase DNA molecular weight markers from preferred supplier - Percentage of lanes used for each brand of DNA molecular weight markers - Number of years using primary supplier of DNA molecular weight markers Expectations of DNA Molecular Weight Markers DNA Molecular Weight Marker Satisfaction - Satisfaction with specific features of DNA molecular weight markers from primary supplier - Overall satisfaction with the DNA molecular weight markers from primary supplier - Likelihood of recommending DNA molecular weight markers from primary supplier Demographics Section 4. Appendices - Insights and Perspectives - Cross-Tabulations of Survey Data - Kano Model Results - Quadrant Analysis - Other Recent Publications - About Us - Our Valued Clients

Summary:

Size determination and quantification of DNA Size determination is the principal reason respondents use DNA molecular weight markers, however, nearly half of all respondents also use markers to quantify DNA. With this report, find out which customer segments use which types of markers (e.g. DNA ladders vs. DNA digests, mass standards vs. label standards). This analysis can allow suppliers to customize their product offerings to meet the needs of the overall market and of specific customer segments. The Market for DNA Molecular Weight Markers presents segmentation analysis that allows suppliers to maximize the effectiveness of their marketing efforts—by reaching out to scientists who are like existing customers—and optimize their product offerings according to customer needs. Additionally, differences in usage and preferred suppliers across market segments can be tracked against internal sales data to monitor changes in market share. Invitrogen is the most commonly used brand of markers This report also shows important differences in market share across different segments. In addition, the market share evaluation provided can be used as inputs for internal size/share models for 2006 projections, sales targets, and more. Most usage rates are expected to remain constant over the next year—but specific applications show growth potential Knowing where the market is growing—and where it’s not —allows suppliers to stay ahead of the curve. By knowing which areas are most likely to grow over the next 12 months, suppliers can ensure that production capacity can keep up with demand and also match marketing and sales efforts accordingly. Only 23% of respondents are very satisfied with the markers from their primary supplier Knowing which particular factors—of the brand and of the product—work for and against your company (and your competitors) is key to maintaining and growing market share. Differentiate your product and brand from your competitors, and match your marketing communications to the most important attributes. Perhaps most importantly, keep your customers happy and gain your competitors’ unhappy customers. The Kano Model: Linking Product Attributes to Customer Satisfaction “Essential” product attributes are those that absolutely must exist in a product, but their essential nature means that they are taken for granted to an extent, so they do not contribute much to customer satisfaction. “Differentiating” product attributes, on the other hand, are those that make one product better than another—at least in the eyes of the customer. These differentiating attributes allow suppliers to compete more effectively, particularly when combined with segmentation analysis. Know which customer segments are most loyal to your brand Customer loyalty is incredibly valuable—it costs more to attract new customers than to retain current customers. With this report’s analysis of customer loyalty, suppliers can measure the loyalty of their own customers, compare customer loyalty across suppliers, and target customers who are not loyal to their current brand.

Companies Mentioned

- Abgene - Alpha Innotech - Bioline - Bio-Rad - Chimerx - EMD Biosciences (Novagen) - Fermentas - GeneChoice - Invitrogen - New England Biolabs - Norgen Biotek Corporation - Promega - Roche Applied Science - Sigma-Aldrich - Stratagene - Takara Mirus Bio - USB Corporation